Taubman: Taking the Family Business up a Notch

When Alfred Taubman founded the Taubman Company, a high-end retail mall developer and operator, he did something not totally uncommon at the time: he designed his own logo. While that logo served the company well through 50 years of growth, it eventually needed a refresh.

Al’s sons, Billy and Bobby, came to us to help revitalize the logo and create a complete design system that would brand Taubman’s international portfolio and appeal to luxury retail clients, while still honoring their father’s legacy. To fit in with the fashion world, we put the logo on a diet and picked a bright new color: persimmon. Combined with a sophisticated gray, elegant typography, and bold imagery (perfect for our dramatically oversized brochures), this impressive legacy brand got a fresh new look.

The new identity debuted on the biggest retail stage possible—the International Council of Shopping Centers Convention in Las Vegas—with ads, new collateral, updated booth design, a new website, and new energy.


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Carbone Smolan Agency combines content, technology, and art to create brand strategy and design systems for the physical and digital worlds

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